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Will Fire TV Be Best Buy’s Trojan Horse?

The analysts at Webush seem to think so. According to the L.A. investment firm, Best Buy may live to regret its exclusive deal with Amazon to sell a new suite of Fire TVs this summer. Their argument: the TVs, which ship with Alexa on board, will be a conduit to Amazon Prime membership, and could pick off Best Buy customers who don’t regularly shop online. Webush suspects the gloves will be off by Q4, when the two go head-to-head again in holiday competition.

“Shares of electronics retailer Best Buy have outperformed the S&P 500 since mid-April, when the company announced a partnership to sell smart TVs with Amazon.com.”